The use of data across the communications lifespan continues to be an imperative piece of the puzzle. Whether its obesity, chronic disease, or public health tracking, focus groups, surveys, environmental scans, media audits and web-usability testing all have important roles in informing and evolving communication messages and materials. In this session, participants will learn about how a retrospective media analysis informed future media messages, how focus groups and surveys informed key messaging around chronic disease programs, and how a variety of tools showed differing effectiveness in reaching public health professionals.